Content Marketing on Facebook: 6 Ways to Make it Work

Content Marketing

As a business owner, you are looking to build your brand to attract new employees, but also to attract customers and make more sales. Modern marketing has taken a sharp turn towards customer-centric and content-driven tactics. Facebook is one of the best platforms to distribute and promote your content, providing you with great ways to reach and communicate with your audience.

Hard sales pitching is a thing of the past, and can actually drive people away. Consumers are able to search and review information on their purchase before they ever speak to you and can be turned off by an aggressive selling once they start shopping. On the other hand, using Facebook to deliver useful, branded content will drive exposure and lift sales. Sounds tempting? Read on to see how you can leverage Facebook as a fantastic and effective content marketing tool.


1. Go Visual

As the old adage goes, “a picture is worth a thousand words”. People are visual creatures who enjoy stimulating images and videos. Not only does great design and production make a professional impression, it is more likely to be shared by the viewer. The Facebook page for Threadless is a great example. They consistently share beautiful and interesting photos and videos that tell the story of their brand, thus driving engagement.


Try doing something similar. Post images of your products in use or a tutorial on how to use them, and make it fun! All content should show your personality and build a relationship with your following. Some key things to do:

  • Use images and videos that tell the story of your brand, or even funny content that your customers will associate with your brand and be likely to share.
  • Invest in designing an infographic related to your product or industry. Infographics have a ton of potential to go viral – people process visual data faster than words and this medium can give a lot of reach for a little extra work.

2. Provide Value

When creating and posting content, it is important to remember that social platforms are by definition, social! Facebook members do not want to be bombarded by sales communication all the time – they can accept it every once in a while, but if you sell too much, they’ll uncheck that thumbs up. So don’t overemphasize the need to buy your products – educate your customers instead.

Be informative! Think outside the box and look at Facebook as an educational tool. Lists, how-to articles, news on your product or industry, and other informative posts are more likely to get shared. Take Mint for example: they do an excellent job of promoting their expertise in helping people save money by posting helpful lists and beautifully designed graphics that help explain the complexity of investing. Take their example into account and think about what kind of information your firm has to offer!

Finally, two-way types of content like quizzes or polls have an actionable, built in engagement factor that makes it more likely for a viewer to stop and interact rather than just scrolling by.

3. Promote Your Customer Service Creds

If a brand has already been validated by others, people will trust it more. You can promise your customers an excellent product or service, but they will not trust you unless somebody else has confirmed that, what you are offering is indeed excellent.

So post your customer service reviews, especially from your ideal customers. Potential buyers wanting to see how your product or service works in real life, can review these and have a better understanding of what they can expect. Look to Universal Studios Orlando for examples of this principle.

They use a ton of user-generated content in their feed, like photos or videos taken by fans to encourage potential visitors to see themselves at the park.

4. Inspire Your Audience

Seeking motivation and empowerment is something that we all do. Anyone can identify with the urge to defy adversity or find new ways to succeed. It might sound cliché, but you can get a ton of shares by creating content with emotional value.

Post items either generated internally or curated that encourage strong, positive reactions to show the softer side of your brand. If you don’t know where to begin, posting encouraging proverbs and quotes is always a good idea. Even if you are sceptic about this this, try it just for a short while: you might be surprised at how many new followers find their way towards your Facebook page.

5. Make Them Laugh

Well, you cannot go wrong with this one: make it fun! If you entertain your followers, they’ll always come back for more. Post jokes or memes, focus on bright copywriting and you’ll generate memorable posts that your customers will be more likely to remember. Yellow Tail’s Facebook page is a good place to see this demonstrated – although the prevalence of wine-related humor makes their job pretty easy!

Just remember – keep your jokes appropriate so as not to offend anyone. There is a fine line between being humoristic and being offensive, so make sure never to cross it.

6. Become a Rockstar Content Curator

Finally, don’t only post your own content, but share interesting things that your followers are posting! Posts that show off your brand’s personality and values will show your customers that you have things in common. Content with no catch, no sales CTA and no promotional agenda will make your brand seem down-to-earth and make like-minded customers believe you are a member of their tribe.

Final Thoughts

As you can see, content marketing on Facebook has unlimited potential. If you take anything away from this article, the most important thing we can teach you is to post valuable content. Don’t oversell, but create content that generates knowledge and brand awareness. By doing this, when your follower gets to the conversion point in the sales funnel, they’ll have this long history of friendly interactions and social proof of your abilities and values as a brand. If you follow these tips, Facebook will be a great platform for your content marketing efforts.

Featured Image: Pexels

Author Bio

Helen Eagleton, a freelance blogger from Boston, follows topics in the realm of education, technology, digital marketing, and business in general. When she’s not researching for her next article, she enjoys watching documentaries and exploring the nature. Reach her @eagleton_helen